Our Mc­Don­ald’s cam­paign “Faster Food”, UN Women Egypt cam­paign “To Find What Can›t Be Found” and the Ver­nel cam­paign “Brings Out the Soft” are our top con­tenders. Nev­er­the­less, I be­lieve we have a solid body of work that stands a good chance at this year’s com­pe­ti­tion.

I also like some work from the other agen­cies, es­pe­cially the Lou­vre Abu Dhabi’s cam­paign “High­way Gallery” from TBWA\RAAD Dubai. It’s my favourite cam­paign this year. It’s a big idea and a great ex­am­ple of in­te­grat­ing tra­di­tional me­dia with tech­nol­ogy. Per­son­ally, I be­lieve it will do ex­tremely well not only re­gion­ally but in­ter­na­tion­ally too. We also have some re­ally good work that did very well at the in­ter­na­tional award shows last year that we will see at Lynx this year. The “One Book” from Y&R Dubai and “Camel Power” from TBWA\RAAD Dubai, among oth­ers.

In lieu of the #metoo move­ment and Saudi Ara­bia open­ing up so­cially and cul­tur­ally, this year we can ex­pect to see very good work about women’s em­pow­er­ment. And per­son­ally, I’m very ex­cited and cu­ri­ous in equal mea­sure.